摘要
发展低碳旅游是旅游业实现碳达峰、碳中和目标的必然选择。酒店作为旅游业的重要组成部分,如何促进酒店顾客的低碳消费成为酒店碳减排面临的理论与现实问题。本文基于计划行为理论,构建酒店顾客低碳消费行为模型,探讨了顾客低碳消费的成本感知等因素对低碳消费行为的影响。研究表明:(1)酒店顾客对低碳消费产生的成本感知程度中等。相较于中高收入群体,低收入的学生群体对低碳消费的成本更敏感,收入是影响低碳消费成本感知的重要因素;(2)在酒店低碳消费产生的经济成本和心理成本会显著降低顾客的低碳消费意向,从而抑制顾客的实际低碳消费行为;(3)主观规范和感知行为控制对酒店顾客低碳消费行为的影响作用大于成本感知,是低碳消费行为的主要影响因素,说明外在的规范约束和行为的便利程度是激发酒店顾客低碳消费的重要因素。本研究对酒店采取有效措施促进顾客的低碳消费行为具有现实参考意义。
Developing low-carbon tourism is an inevitable choice for tourism to achieve the goals of carbon peaking and carbon neutrality. Hotel sector is an important part of tourism industry, and how to promote low-carbon consumption of hotel customers has become a theoretical and practical concern for hotel carbon emission reduction. Based on the theory of planned behavior, this paper constructs a model of low carbon consumption behavior of hotel customers, and discusses the influence of factors such as cost perception of low carbon consumption on low carbon consumption behavior. The results show that:(1) hotel customers have a medium-level cost perception of low-carbon consumption. Compared with high-income groups, low-income students are more sensitive to the cost of low-carbon consumption, and income is an important factor affecting the cost perception of low-carbon consumption.(2) The economic cost and psychological cost of low carbon consumption in the hotel will significantly reduce the low carbon consumption intention of customers, thus inhibiting the actual low carbon consumption behavior.(3) The influence of subjective norm and perceived behavior control on low-carbon consumption behavior of hotel customers is greater than that of cost perception, which is the main influencing factor of low-carbon consumption behavior,indicating that external norm constraints and convenience of behavior are important factors to stimulate low-carbon consumption of hotel customers. This study is practical and significant for hotels to take measures to promote low-carbon consumer behavior.
作者
王雨喆
唐文跃
龚晶晶
张良泉
Wang Yuzhe;Tang Wenyue;Gong Jingjing;Zhang Liangquan(School of Urban and Environmental Sciences,Central China Normal University,Wuhan 430079,China;Institute of Ecological Civilization,Jiangxi University of Finance and Economics,Nanchang 330013,China;Business School,Shaoguan University,Shaoguan 512005,China;School of Management,Minzu University of China,Beijing 100081,China)
出处
《中国生态旅游》
2022年第4期665-678,共14页
Journal of Chinese Ecotourism
关键词
酒店顾客
低碳消费行为
计划行为理论
成本感知
hotel customers
low-carbon consumption behavior
the theory of planned behavior
cost perception
